Revel Stoke Routes Business Plan

8/7/2019 Revel Stoke Routes Business Plan

http://slidepdf.com/reader/full/revel-stoke-routes-business-plan 1/13

Revelstoke Routes



THE REVELSTOKE ROUTES

A Proposal

For Robert Powadiuk

By

Jeff Barrett



area. Clients will pick the nature of their Route (i.e. activity) andwhere and how long they stay.

Example:

Camp 1 – Accessible by Cat, Sled, Touring/ Snow Shoe, Dog Sled.5/6 Routes. Connecting to Mt. Mackenzie, Camp 2 and Camp 4 Accom – 20 person

Camp 2 – Accessible by Sled and Touring

4 Routes. Connecting to Camp 1 and Camp 3. Accom – 12 person

Camp 3 – Accessible by Touring and Helicopter

2 Routes. Connecting Camp 2 and Camp 4 Accom – 10 person

Camp 4 – Accessible by Cat, Sled, Touring/ Snow Shoe, Dog Sled.

5/6 Routes. Connecting to Mt. Mackenzie, Camp 1 and Camp 3 Accom – 15 person

As the business develops so too will the nature, design and purposeof the camps. Eventually the camps will become up scale lodges,offering inspiring but simple architecture, elegant cuisine, breathtaking views and remoteness.

BASIS FOR CONCEPT

Revelstoke Eco Lodges / Powder Safaris / The Revelstoke Routes is being establish onthe basis that:

1. The Ski Resort / Cat Ski industry is an incredibly saturated business, we need todiversify and offer unique pull factors to our clients.

2. Revelstoke does not have the luxury of proximity to a major urban center.Therefore we need to target destination tourists with unique vacation concepts.

3. Revelstoke Mountain Resort has access to an enormous amount of land. We needto take advantage of this and allow the people access to it in a unique manner.

4. It is difficult to get remote wilderness experiences, especially in the winter unlessyou are an experienced backcountry skier or snow shoer and enjoy winter camping.



5. Eco tourism is a rapidly growing industry that has enormous potential in a place

like Revelstoke. This could be Revelstokes unique edge that will allow us tocompete with larger established resorts.

6. Revelstoke has access to a heli-ski business, a cat ski business and an enormousland tenure which offers opportunities for powder skiing, ski touring, hiking,mountain biking, wildlife viewing, dog sledding, etc. the ability to combine all of these elements into upscale packages would be unique. It could also be the basisof a very interesting marketing campaign.

7. Revelstoke is a well-known sledder destination. Most sledder’s enjoy going from point A to point B so to speak. The concept of set Routes with Base Camps allowsthem to do this. Furthermore it falls directly in line with the nature of the Sledder culture. As well it will allow us to control where sledding occurs and isolate itfrom cat / heli skiing and touring.

HISTORY OF CONCEPT

New Zealand has become a leader in Eco Tourism. A large part of their success is theinfrastructure they have developed around hiking or Tramping as it is called there. Theyhave developed an entire system of “tracks” (eg. The Milford Track, The RouteburnTrack), many of which have huts spread throughout them. These huts allow novicehikers to experience remote settings and wilderness while not compromising on comfortand convenience. The huts allow hikers the ability to only have to carry in food andsleeping kits allowing hikers to go farther then they could if they were carrying all of their gear.

Another leader in eco tourism is Africa. Safaris are the main attraction for tourists andhas been so for over a hundred years. Tourists stay in camps to gain access to the remotewilderness where the wildlife they are coming to view inhabits. These camps give thefeeling that they are on safari, that they are camping and roughing it. Yet many of thesecamps are stunning in their convenience, architecture, cuisine as well as their simplicity.They are low impact yet offer a great deal of luxury while still being located in andconnected to the wilderness.

Europe is famous for its huts and hut-to-hut trekking. France alone boasts more than4,000 mountain huts, refuges, hiking hostels, and trekking cabins. Their huts range fromsheds to four-star lodges. Most are run as high altitude hostels where travelers either make reservations or try to get there early and get a bed. One of the most famous is TheHaute Route, a seven-day, 70-to-90-mile trek from Chamonix, France, to Zermatt,Switzerland, there are two choices, which includes travel on snow and ice, and the hikingversion, which stays on established trails. Both routes offer stunning views of the Frenchand Swiss Alps and end in the shadow of the Matterhorn. You can either reserve early at



each night's hut or sign up with an outfitter like Chamonix Experience ($1,700,www.chamex.com)

The Canadian National Ski Team does some of their summer training on FarnhamGlacier located near Panorama. A camp has been set up just below the Glacier. The

athletes live in high elevation surrounded by stunning scenery and wildlife. The camp issimple yet somewhat stylish. They are in large dome tents with wood floors and largewindows. They are bright, spacious and quite comfortable and they allow them directaccess to a glacier that is untouched by any other groups.

PLAN OUTLINE

I The Company

- The Revelstoke Eco Routes (working name) will be a division of Revelstoke

Mountain Resort.

II Execution

The Lodges/Camps will be built and run by the Cat Ski Operation. This operation iscurrently charged with building a road infrastructure and thus it would be easier toexpand its scope to build access roads to the camps or include some of them in their soon to be existing infrastructure. Furthermore the use of base camps fits best into therunning of Cat operations and it will be easier to build on and extend this operationsfoundations. Some camps will be too remote for roads and will rely on Heli drops for building materials and equipment.

We will begin by revving up the Cat Ski Operation. This will entail re-branding inconjunction with Revelstoke Mountain Resort, hiring a dynamic and enthusiastic teamthat are great with people and that will a) sell the concept of Revelstoke and b) getclients coming back. We will launch an aggressive marketing and PR campaign that Iwill detail later on.

After 1 year of regular operations we will begin construction of the first camps. Thecamps will be built in the off-season, each year building or expanding a camp. At the beginning these will be of simple construction and may only be used for daytime use(lunch’s, dinners, breaks, staging grounds, etc.). These will most likely be created atthe beginning using Yurts, dome like tents that are inexpensive, can be transportedeasily, can be insulated and made to look quite stunning both inside and out (pleaserefer to the section on yurts).

Once we are fully operational the camps will be sold as packages. Beginning with atwo day Cat Skiing adventure with a one-night stay at a remote mountainlodge/camp/outpost. Eventually clients will build their own packages: They will selecttheir activity or activities and then work with a sales consultant to design their Route.



Example 1: Four Days on The Revelstoke Routes – The Powder Safari Route

Day 1: Cat Ski with Accommodation at Camp 1

Day 2: Ski Touring With Guide, Accommodation at Camp 2

Day 3: Ski Touring With Guide Accommodation at Camp 3

Day 4: Heli Skiing, Accommodation Revelstoke Mountain Resort

Example 2: Three Days on the Revelstoke Routes – The Trapper Route

Day 1: Dog Sled with Accommodation at Camp 4

Day 2: Snow Shoeing with Accommodation at Camp 1

Day 3: Ski Touring with Accommodation at Revelstoke Mountain Resort

III Marketing

The majority of the marketing will be done through the resort’s marketing Agency.We will also launch a major PR campaign to enable this concept to be reported andexplained in various ski and vacation magazines.

A link will be made on the main Revelstoke Resort site that will provide allinformation on Revelstoke Cat Skiing and all other activities as well as information onthe outposts and available packages.

Advertisements will be placed in Newspapers and magazines.

We will encourage magazines and pro teams to shoot photos and video for free as wellas provide field and logistical support for them. We will further develop the areasreputation and our own reputation in professional circles so that it will trickle down tothe public. E.g. Canadian free style team base camped at Camp 3.

On air giveaways (day of cat skiing, free accommodation, etc.) will promote our nameand allow listeners to learn about the concept.

Marketing Plan

Target Market Outdoor Enthusiasts located in and around cities with a direct flight to Kelowna



Goals and Objectives

4 months • Re branding: web design & marketing materials

6 months • North American press release• Announce use of mountain and facilities to high profile teams, magazines, videos

9 months • Ski / Board Shows• Marketing material distribution•

Advertisements• On-air giveaways

1 year • 80% full (percentage based on assumption that current percentage is %60)

2 year • 100% full with two cats

3 year • 100% full with four cats

Characteristics

Canadian Cities • Developing partnerships / relationships with travel agents that sell this kind of

trip.

• Teaching concept to market and understanding how to sell to market

• Keeping in the public eye – running events on the Routes, high profile users, tec.

• Creating partnerships with other organizations that will enheighten exposure.

American Cities • Same as Canadian Cities International Cities • Finding the links – partnerships with travel agencies, advertisements in

magazines, organizations that can up our exposure (e.g. Corporate getaways,

conferences, etc.)• Meeting• Showing comprehensive risk management• Convincing them on merits of the program,

Required Knowledge

Ski Industry • Understanding industry and its limitations

Cat Ski / lodge • Knowledge of market alternatives

Risk Management • Knowledge of possible concerns

Guiding/Operations • Ability to capably, safely and productively lead activities

Prospecting Process

Direct Marketing • Cold Calling

Materials - Web site, brochures, cards

Presentations • Travel shows, ski / board shows, etc.

Critical Prospecting Time

Daily • Market Dependant

Weekly •

Monthly • September to December

Solutions to Prospect

Financial Planning •

Investment Planning •

Differentiation Strategy

What can I offer them •

IV Timing

- We will begin this summer to assemble a team that will be working for theRevelstoke Cat Ski Operation.



- Also this summer we will begin construction of Cat roads in the new Cat skiingarea. We will begin mapping the area and determine how the routes will be set up,where the roads will be built, where the camps will be built, etc.

- We will also begin to re-brand the Cat Ski business in conjunction with RevelstokeMountain Resort.

- In the fall we will launch a PR and marketing campaign.- We will run the Cat Ski operation in its new location in its traditional manner for next winter.

- In the spring we will begin construction of the first outpost / camp. The size andnature of this camp will be determined by the income gained from that winter and projected earnings for the following year.

- We will begin locally marketing the camp in the summer and begin charginghikers nominal fees to use it. This will allow us to test the waters.

- In the winter the camp, depending on the size, infrastructure, etc. will only be usedas a day camp. It will be a place for lunch/dinner/breaks and operations staging.

- The following spring we will either expand the existing camp or build camp 2

depending on numbers from winter.

BACKGROUND

I. The Market

1. Definition

We are competing in the Mountain Resort market. There are a large amount of resorts in British Columbia, Canada and North America that offer a great deal of activities. We are also competing in the Cat/Heli Ski Lodge market. There are anumber of Cat / Heli lodges in the area. We are also competing in the backcountry hut usage market. A small number of these huts offer heli-skiing or guided touring from the lodges. The specific market that this venture falls into isunique as it combines resort activities and backcountry activities with remotelodge experiences.

It includes: Back- Country Huts / Lodges for rentSledder CabinsHeli Ski OperationsCat Ski OperationsSledding Tenures / OperationsDog Sled OperationsGuided Ski Touring Services

It is effected by:- Holiday / Activity Trends.- Economy



- Competition- Weather Conditions- Accessibility- Cost of Flights

2. Trends

- Scientists predict that spring snow pack will be down in theKootenays by 34% in 2050. Many resorts are focusing on being more sustainable.

- North American ski lift ticket sales are down from three yearsago where they were at an all time high. Many resorts arefocusing on the beginner market to increase number of skiers.

- Many ski enthusiasts are seeing Canada as the next Europe.Japanese tourists in Canada have risen exponentially since the1980’s. Many Japanese are buying resorts.

- There is a huge generation of baby boomers that are lookingfor the next great thing – Many are looking for exclusiveand/or remote experiences.

- Baby Boomers are retiring and looking for travel destinationsor recreation destinations to inhabit longer term.

- There are many resorts that offer lift / mountain experiences.- Eco Tourism is becoming a popular trend in the tourism

industry – there is a trend of so-called wilderness vacations thatstill have an element of comfort and elegance.

- The environment is a large buzz word, associated with this issustainable living / vacations

- Adventure Tourism is still a popular form of tourism.

II THE ECONOMY & GRASSROOTS

1. Trends

- There is a significant population within North America whowill be retiring over the next 30 years. These individuals arelooking for recreation destinations.

- The Mountain Resort industry has been growing steadily over the last 25 years, however it has been on a small decline over the last 3 years.

-

III RESTRICTIONS

1. The word backcountry holds the stigma of being dangerous, extreme or at the least toodifficult for most skiers.



2. Revelstoke is a difficult area to access.

3. There is an issue of credibility of a new organization. Safety has become a major concern with our society and the risk engaging in backcountry activities with an

organization that has not proven themselves is severe.

4. It is a new concept and may be difficult to explain to our market.

5. Costs will be high to account for inaccessibility. This inaccessibility of lodgelocations will raise building costs and costs associated with maintaining and providingaccommodation.

6. There is a great deal of competition in the resort industry.

IV COMPETITION

1. Definition

- Any resorts offering multi – activity packages.- Backcountry hut stays with activities / operations associated

with them.- In summer - all back country huts.- Lodge style cat and heli – ski operations.

2. Specific Competitors

There are many Resorts that offer a host of different activities under their banner. Thereare also many lodges that provide accommodation and back – country accessibility.

Copper Mountain is offering free Cat Skiing on Tucker Mountain. It is a limited offer, inthat it is not an everyday service and is based on first come first serve. In an aroundCopper and most of Colorado there is a series of huts.

In the surrounding wilderness of Vail there are 12 cabins owned by the 10th MountainDivision Hut Association, as well as four privately operated shelters. Linked by 300miles [480 kilometers] of trail, these retreats compose the 10th Mountain system, one of the West's oldest and best-known hut networks. They can be viewed and reserved athuts.org. Guiding services in Aspen and Vail organize 10th Mountain trips of four, five,and six days that are suitable for intermediate and advanced skiers. The prices per nightrange from $25.00 to $235.00 and sleep from 2 to 30 people.

Val d’Isere has become the Mecca or Disney World for outdoor activity. In the winter they offer outings on husky drawn sleighs or with snowshoes, karting, quad (ATV), icedriving or snowmobiles, ice climbing, ski touring, cross country, maiden parasail and



ULM flights, diving or skating, new sensations in the evening playground – massage,sauna, whirlpool baths, yoga, cinema, farm visits, cake making classes, and many other things. There are a number of huts / backcountry lodges in this area and through outEurope. Many of them are privately owned. Hut-to-Hut touring/hiking has become very popular with many huts being booked years in advance. Companies such as Chamonix

Experience offer multi day guided hut-to-hut experiences.

Tamarack Resort offers a variety of different access modes to their 5000 acres of backcountry wilderness. They offer daily Cat Skiing from the resort, guided backcountrytours and Sledding tours. They do not offer backcountry accommodation.

There is also a series of backcountry huts in BC. They range from public huts that youcan book through Parks and Services for a nominal fee to private huts / lodges withservices such as cat skiing, heli-skiing, guided touring and cooking.

The Selkirk Mountain Experience offers a variety of different ski touring experiences on

and around Durrand Glacier near Revelstoke. They own a remote base camp lodgewhere they begin and end each day. They also offer Hut to Hut skiing to their Mt.Moloch chalet. For six days at the Durrand Lodge with guided touring and meals is$1500.00

Blanket Glacier Chalet is another remote backcountry lodge near Revelstoke. It is onlyaccessible by ski touring or helicopter. The rates are $800.00 per week with a minimumof 14 people. They also offer heli – skiing form the lodge.

3. Evaluation

How unique an experience is this?

What does it offer?

V PRODUCT CHARACTER

We will offer an experience like no other. Our experience will be unique because of thescope of activities, the nature of accommodation and the personalities involved.

We will offer a diverse amount of experiences and encompass a combination of muchthat is offered in other resorts. We will pride ourselves in doing many different thingsexceptionally well. This will be accomplished by attracting a first rate staff that areexperts in their specific fields. We will be routed in instruction and education promotingthe continued use and enjoyment of these recreational experiences through the gaining of knowledge, expertise and comfort. Our team will be engaging, down to earth and willkeep clients coming back year after year. The accommodations will be stylish yet simple.They will rely on the stunning scenery that they are surrounded by yet offer coziness and



the amenities that allow people to truly be comfortable and unwind. Simple elements likecozy furniture, fireplaces and wood burning or propane saunas. They will be unique indesign and will be inspired by the surrounding environment. They will be sustainable both because of their location and the desire to be considered eco lodges.

This product offers the total package for recreational tourism and combines both luxuryand customer service while being exposed to remote wilderness environments. This is aconcept that has been done in similar forms but never is this format. The total packageelement will allow for an experience that will be unparalleled by any other resort and willset Revelstoke and its Routes in a category all on its own.

Revel Stoke Routes Business Plan

Documents

Transcript of Revel Stoke Routes Business Plan